B2B Marketing Case Study: Customer Analysis of Nynas and Vekoma

This case study examines the B2B marketing strategies of Nynas, a bitumen supplier, and Vekoma, a roller coaster manufacturer. The analysis begins by identifying Nynas' B2B and B2C customer bases, including their characteristics and buying processes. It explores different business markets procuring Nynas' products and critically analyzes various customer buying situations, such as small contractors and formal tendering contractors. The study then shifts to Vekoma, discussing the importance of standardization and customization in manufacturing. It identifies key individuals within the theme park's decision-making unit (DMU) and analyzes their roles and motivations. Finally, the case study explores how both Vekoma and the theme park can leverage the customer-activity cycle to create and enhance customer value. The report emphasizes the importance of understanding customer needs, adapting to market changes, and building strong customer relationships for success in B2B marketing.

CASE STUDY

Table of Contents
INTRODUCTION...........................................................................................................................2
CASE STUDY 1.............................................................................................................................2
Current B2B and B2C customer base.....................................................................................2
Type of business procuring service of Nynas.........................................................................3
Critically analyse of different consumer situation..................................................................4
CASE STUDY 2.............................................................................................................................4
Vekoma strives for both standardisation and customisation in manufacturing......................4
Individuals participate in theme park’s buying centre...........................................................5
Vekoma and the theme park can use the customer value.......................................................5
CONCLUSISON.............................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
.This report consider the Case study of Nynas and Vekoma. On the basis of the same report
highlights the current B2B and B2C customer base. After that report highlights Different market
used to procure product of company and critical analysis of different customer situation. Also
report highlights importance of using standardization and customization for cited firm. In the
end highlights management include in purchasing decision and hoe theme park and organization
can enhance customer value.
CASE STUDY 1
Current B2B and B2C customer base
Nynas is one of the pronounced firms in the field of the oil who used to offer the good quality oil
in the market. Bitumen is one of the products of the company and company is well known for
selling good quality of Bitumen in the market. Nynas used to sell the product of the company to
both direct consumer and other business in the nation. Nynas generally used to provide the
bitumen to direct contractor in the nation. They are the one who comes under the category of
business to consumer category for the organization (Liu and et.al., 2018). Looking at the
category of this consumer it can be said that they generally require the Bitumen to carry out the
different task which is diverted to them by the client in the market. They generally used to
require supply of Bitumen for 24 hour also they desire to have a high quality of the product in
the organization. They generally used the same for the purpose of building a motorway, also for
the purpose of waterproofing. Another B2C transistor of Nynas is formal tendering of Bitumen
to be supplied to public organization in the nation. They generally use the same for the road
building scheme or any natural resources development in the nation. Looking at the
characteristic of this type of customer, it has been find out they are the one who used to be more
formal and all the procurement is done on the basis of proper document in the organization.
At the same time Nynas used to offer the product to the business also in the market, they
generally used to offer the product to the variety of the business who used to run the bitumen
based application in the organization (Iankova and et.al., 2019). Generally, Nynas has a
contract with variety of the organization who used to run the bitumen based application.
Looking at the characteristic of this consumer it has been find out that they generally used to buy
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the product in large quantity also on the continues basis as compare to other consumer in the
market. Also, they are the one in the market who used to give the order on continues basis.
Type of business procuring service of Nynas
Industrial market, is the business market that used to procure the product of Nynas to carry
out the companies operation in the market, they generally uses Bitumen as a raw material or the
supportive product in the organization to carry out the different operation of the business in the
organization (Järvinen and Taiminen, 2016). Generally construction industry organizations
are the one who used to take help of Bitumen in the nation to carry out the operation of the
organization in the market. Reason behind the procurement by this industry is that their are
many different type of the application in the organization who used to run on the basis of the
Bitumen in the organization. Also they used to work as a basis for the organization to innovate
different product in the organization. As Nynas generally used to take the feedback from the
different business men in the market, on the basis of the same organization used to develop the
different product in the organization in a way that it used to help the company in satisfying the
need of different customer
Looking at the buying process of this market it has seen that organization used to
generally in touch with the industry organization and organization used to order the different
requirement of the product in advance on the basis of the same Nynas used to provide the
product to the organization (Christodoulides, Michaelidou and Siamagka, 2019).
Local consumer market, it is the type of the market in which the product is procures by the
consumer directly in the market. They are the one who demands a high quality of Bitumen to
carry out the different operation in the market. They are the one who uses the Bitumen directly
for the purpose of constructing different resources for the client in the market. Nynas generally
used to provide the product to the consumer with the help of the different retailer in the market
and also by providing the services of different logistic in the market.. Looking at the procuring
process of this market it has been seen that contractor directly contact with the retailer, in this
contractor used to be in the direct touch with the organization in the market and on the basis of
the same used to purchase the product directly. Sometime this process is also carried out in the
face of bidding.
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Critically analyse of different consumer situation
Small Contractor: They are the one who used to buy the product of the company in
small quantity, also they are the one who also do not order the product of the company on
continues basis. They are not having that strong position in the market. As they used to work on
the basis of the different task which are being allotted to them. (Zhou and et.al., 2017).
High service surveyor: They are another consumer of Nynas in the market, as they
generally used to procure the different product of the company on emergency basis. Looking at
the position of the company in the market it can be said that they are having very strong position
in the market. As they are the one who are more trusted and reliable as most of such type of the
agency used to operate for the government purpose or generally used to work in relation with
any of the government of the nation in the market (Khan, Redelius and Kringos, 2018).
Formal tendering contractor: They are the one of the consumer of the organization
who used to avail the services of organization by providing the formal response to the tender
which has been drawn by the Nynas. They are having very strong customer position in the
market (Hein, 2017).
CASE STUDY 2
Vekoma strives for both standardisation and customisation in manufacturing
Standardization is the process in which organization used to develop the product or the service
in the organization by confirming it to the standard in the organization. This was generally done
in Vekorma to make sure that they used to offer the good quality of the product to the consumer
in the market. As Vekorma was one of the biggest manufacturers of the roller coaster in the
market. So to maintain the same position and build a good relationship with all customers in the
market it was very necessary for the organization to perform standardization. Not only has that
organization who is dealing in manufacturing business of roller coaster had to maintain a good
standard of safety in it so it is very important to maintain standardization for the organization.
At the same time customisation was done in the organization to build a good customer
trust in the organization. As it was seen that need and preference of customer used to change on
regular basis in the organization. So to satisfy the need of different customer in the market it was
very important for the organization to perform customisation. For example: there were good
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trend of having loop in roller coaster, as a result Vekorma has brought good sort of loop in the
same.
Individuals participate in theme park’s buying centre
Owner and director: Owner and director of the theme park are the one who used to take
the decision of buying roller coaster in the theme park. As theme park generally includes the
hundred of small employee with few technical one to guide them but the end decision of buying
a roller coaster in the organization is generally taken by the owner and director of the theme
park. Main role of owner in this process is to understand the viability of the different roller
coaster in the organization before purchasing the same. As procuring roller coaster for the
organization demands a good amount of investment to be done by the organization in the
market. Another role which is played by them is that they used to represent their organization as
a whole in front of Vekorma.
Project manager and technical employee: They are another important management in
DMU, as they are the one in the organization who used to negotiate with Vekorma on the price
and the quality of the product offered by the company. They generally used to first conduct a
market research and product research for the product which organization is looking to procure in
the organization. On the basis of the same they used to play a role of negotiator in front of other
organization and they try to procure the different roller coaster at minimum price from the
market.
Vekoma and the theme park can use the customer value
Both Vekorma and theme park can follow the simple step in the market to enhance
customer value. Different steps are as follows:
Pre purchase Awareness: It is the step which has to be performed by Vekorma in the
market. In this step organization has to make sure that they used to make good awareness of the
product they are looking to introduce in the market, with the help of different marketing
platform. This will build good need of the product in the market.
Pre purchase information: It is the next step which has to be performed by both firm.
They generally has to make sure that they generally able to touch the different customer in the
market with the help of different information in the market. This will eventually help
organization in getting competitive advantage.
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Purchase decision: It is the stage where theme park has to make sure that they used to
provide quality service to the consumer, also has to make sure that they used to maintain a good
sort of safety at the theme park. These will eventually help company in passing on good message
to all customers in the market.
Post Purchase: It is the stage where theme park has to makes sure that they are in touch
with all customer after they make a purchase of the service in the organization. This will
eventually help the company in building good value for the customer in the market.
CONCLUSISON
Above report conclude that small contractor and organization using different Bitumen
application are B2C and B2B customer of company. After that the report concludes different
type of business procuring service of Nynas and situation of different customer in the market.
After that report conclude importance of standardization and customization. In the end report
conclude roles of different management people included in DMU and the way theme park and
Vekorma can create customer value.
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REFERENCES
Books and Journals
Hein, F. J., 2017. Geology of bitumen and heavy oil: An overview. Journal of Petroleum
Science and Engineering. 154, pp.551-563.
Zhou, Z. A and et.al., 2017. Impact of fine solids on mined athabasca oil sands
extraction II. Effect of fine solids with different surface wettability on bitumen
recovery. The Canadian Journal of Chemical Engineering. 95(1), pp.120-126.
Khan, A., Redelius, P. and Kringos, N., 2018. Investigating effects of salts on the
coalescence process in bitumen emulsions.
Christodoulides, G., Michaelidou, N. and Siamagka, N. T., 2019. Social media, content
marketing and engagement strategies in B2B.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management. 54, pp.164-175.
Iankova, S and et.al., 2019. A comparison of social media marketing between B2B,
B2C and mixed business models. Industrial Marketing Management. 81.
pp.169-179.
Liu and et.al.,2018 Strategic management of product and brand extensions: Extending
corporate brands in B2B vs. B2C markets.Industrial Marketing
Management. 71, pp.147-159.
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